Steady move up
The study has tracked a steady positive shift in the overall standing of the Volvo brand in China over the past six years.
“The new survey proves that Volvo is a desirable brand in the same league as the other top premium brands, and that is a stimulating challenge for us. Our customers’ expectations are extremely high. We have to make sure that they get premium services and quality for their money,” says Hans-Olov Olsson, President and CEO of Volvo Cars, on his visit to Auto Shanghai 2005.
Blending tradition with innovation
Volvo is a company with a rich heritage, stretching back almost 80 years. The company’s core values – safety, environment and quality – are part of that heritage and they have been continuously refined over the years.
Modern Volvos are also known for new values such as elegant design and comfortable, yet dynamic, driving properties.
“All cars that we sell here in China share the values that are part of Volvo’s heritage in the field of safety and reliability. They provide comfort and functionality with premium quality. And they are also stylish, exciting and enjoyable to drive. All in all a winning combination of traditional and new values,” says Hans-Olov Olsson.
Brand integrity important
Volvo is coordinating its sales network in China with Jaguar and Land Rover, the other premium brands within Ford Motor Company.
However, Volvo is aware of the importance of individual brand integrity and is making sure that every new dealership lives up to Volvo customers’ expectations of personal service and quality.
“I want to emphasize that our perspective is based on the Volvo tradition of building lasting relationships. We are not here to look for quick, short-term gains. Our objectives are long-term ones - and our presence in this market is serious and restrained. We want to build an operation and an organisation that will be good for Volvo and contribute to China’s development as well. The positive results in the image surveys prove that we are on the right track,” says Hans-Olov Olsson.
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